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Wal-Mart may have won the Black Friday foot traffic war. It’s blowing away the competition in terms of TV ad spending during the current holiday shopping season. But as for who’s winning the online retailer war–despite a minimal ad presence–it’s Amazon in a runaway so far, according to Kantar Media.

For example, Amazon.com pulled in over 30% of the traffic to 128 online shopping sites tracked by Kantar’s subsidiary Millward Brown Digital on Black Friday (Nov. 28) and nearly 35% of traffic on Cyber Monday.

The next closest online retailer was Wal-Mart, which says its share of e-commerce Web traffic hovers around 5% on those crucial shopping days.

“Even on its slowest day (Thanksgiving), it had triple the share of attention of its nearest competitor and more traffic than all the other retailers we studied combined,” wrote Jon Swallen, Kantar’s chief media officer, in the report.

Of course, Amazon has a built-in advantage: it’s non-holiday traffic levels are always high compared to companies like Wal-Mart, Best Buy and Macy’s, which have to also focus on driving people to stores. That’s something that Wal-Mart has done quite successfully this season so far. The retail giant has spent $1.9 million on TV ads for every 1% share of Black Friday weekend visitor, reported CMO Today, versus Target’s $4.7 million and Kmart’s $4.8 million.

Still, it’s interesting to note that Amazon seems to receive a traffic boost from all the other Black Friday/Cyber Monday noise it’s competitors make. And since Nov. 3, it’s been Wal-Mart and Target who’ve been making the most noise on TV. (Even the most ardent DVR users have probably seen those ads featuring Melissa Joan Hart and “Black-ish” star Anthony Anderson).

Wal-Mart has spent an estimated $94.9 million in TV advertising from Nov. 3 to Dec. 1, leading the retail category. 40% of that spend happened during Black Friday week.

Target came in second place during the same period with $72.1 million, found Kantar. Amazon doesn’t even crack the top ten.

However, when it comes to social media advertising, Amazon is a major player, though not the most successful one, says Kantar. Looking at data from the social media analytics firm Unmetric, Kantar found that during the Nov. 3 through Dec. 1 time period, Amazon cranked out 894 total pieces on social media content on Facebook and Twitter, or 24% of the total amount of social content produced by the retailers Kantar tracks.

However, when it comes to how users responded to a brand’s social media posts, Kohl’s (385 pieces of social content) outperformed Amazon, Kantar reported, with Home Depot and Macy’s also standing out.